CALLAO DOMINATION

Short List
ClientSAMSUNG
Category C01. Animated Digital Screens
TitleCALLAO DOMINATION
Product/ServiceTECHNOLOGY
Entrant CHEIL WORLDWIDE Madrid, SPAIN
Idea Creation CHEIL WORLDWIDE Madrid, SPAIN
PR CHEIL WORLDWIDE Madrid, SPAIN
Additional Company LANDIA Madrid, SPAIN
Additional Company 2 MCNULTY Alcobendas, SPAIN
Additional Company 3 DOOH Alcobendas, SPAIN
Credits
Name Company Position
Joaquín Espagnol Cheil Worldwide Spain Executive Creative Director
Alfonso Fernandez Samsung Electronics Iberia Corporate marketing director
Jaime Trapaga Cheil Worldwide Spain Creative director
Rodrigo Domínguez Cheil Worldwide Spain Creative
Elenita Hernández Cheil Worldwide Spain Creative
Jose Ortiz Cheil Worldwide Spain Business Lead
Mayte Fontán Cheil Worldwide Spain Account Manager
Alba Valiente Cheil Worldwide Spain Account Executive
Freelance for Freelance for Agency producer
Landia Landia Production company
Nico Cabuche Landia Production company
Alberto Lopez Landia Production company
Maxi Blanco Landia Director
Mcnulty Mcnulty Postproduction studio
DOOH DOOH Formats
Borja Cameron Samsung Electronics Iberia Marketing Manager
Luis de la Peña Samsung Electronics Iberia Marketing director
Younghee Lee Samsung Electronics Co. Ltd Executive vicepresident
Heesun Kim Samsung Electronics Co. Ltd Vice president
Kyungah Cho Samsung Electronics Co. Ltd Principal Professional
Woongki Kim Samsung Electronics Co. Ltd Senior Professional
Euijung Kim Samsung Electronics Co. Ltd Professional
Pio Schunker Samsung Electronics Co. Ltd Executive vicepresident
Sonia Chang Samsung Electronics Co. Ltd Principal Professional
YeJi Kim Samsung Electronics Co. Ltd Senior Professional
Taihai Kim Cheil Worldwide Korea Head of digital business
Jiyoung Suh Cheil Worldwide Korea Vice president
Sunbyoung Jun Cheil Worldwide Korea Global media director
Bruce Sung Cheil Worldwide Korea Sr. Account Manager

Write a short summary of what happens in the ambient or digital execution or campaign.

We wanted to do something notorious and immersive to present the Super Slow-mo camera. We didn’t want to create just any other billboard advert but really create something that seemed to interact with its surroundings in a way that has never been done before. Parkour was a fitting theme as it allowed us to really integrate the creativity within the context of this sport: the urban landscape. We filmed using a custom-made stage of more than 24x7 meters proportionate to the dimensions of Callao’s 9 digital screens. This ensured that the freerunners’ slow-motion movements would fit perfectly within each screen. This campaign was implemented in Plaza de Callao. With its huge digital screens, it has become the Spanish equivalent of Times Square or Piccadilly Circus. This meant that this campaign was very challenging to produce, however it is also the reason that the final result was seamless.